{"id":19511,"date":"2024-06-04T14:40:00","date_gmt":"2024-06-04T13:40:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19511"},"modified":"2025-05-21T14:46:22","modified_gmt":"2025-05-21T13:46:22","slug":"canon-the-switch-to-mirrorless","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/canon\/canon-the-switch-to-mirrorless","title":{"rendered":"Canon \u2013 The Switch to Mirrorless"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"832\" src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Secondary_Image-1024x832.jpg\" alt=\"\" class=\"wp-image-19513\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Secondary_Image-1024x832.jpg 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Secondary_Image-300x244.jpg 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Secondary_Image-768x624.jpg 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Secondary_Image.jpg 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z2pyJX2 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Canon faced a significant challenge. Long-time DSLR users, who were comfortable with their current gear, saw no reason to upgrade to the advanced, mirrorless, EOS R System. So, in partnership with us, they launched a campaign to shift perceptions of mirrorless technology from &#8220;nice-to-have&#8221; to &#8220;essential\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">By focusing on data-driven customer insights, behavioural science, and personalisation, the transformative campaign met 404,000 individual DSLR owners at precise moments in their unique decision-making journeys.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">By addressing hesitations such as cost and complexity through tailored content, Canon fostered confidence and excitement. The campaign moved customers from accepting \u201cgood enough\u201d to recognising the potential of mirrorless technology. Customers who engaged with the programme were 5x more likely to upgrade, creating a vibrant, loyal community around the EOS R System.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-wxwyr wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Carousel_01_1080px.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Carousel_01_1080px.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Carousel_02_1080px.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/CE_Canon_DSLR_ML_Carousel_02_1080px.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n       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btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":72,"template":"","class_list":["post-19511","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["19436"],"client_id":"10209","hero_video":"","hero_image":{"ID":19512,"id":19512,"title":"Copy of CE_Canon_DSLR-ML_Hero_1920x1080px_1","filename":"Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1.jpg","filesize":1127501,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/canon\/canon-the-switch-to-mirrorless\/attachment\/copy-of-ce_canon_dslr-ml_hero_1920x1080px_1","alt":"","author":"72","description":"","caption":"","name":"copy-of-ce_canon_dslr-ml_hero_1920x1080px_1","status":"inherit","uploaded_to":19511,"date":"2025-01-21 14:24:47","modified":"2025-01-21 14:24:47","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Canon \u2013 The Switch to Mirrorless","meta-description":"","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/Copy-of-CE_Canon_DSLR-ML_Hero_1920x1080px_1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17327,"post_author":"57","post_date":"2023-09-04 11:18:23","post_date_gmt":"2023-09-04 10:18:23","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"859070589\",\"blockId\":\"2wT7Ma\",\"blockUniqueClass\":\"lazyblock-video-2wT7Ma\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCanon Europe today is launching an integrated multi-market campaign for its PIXMA printer range, celebrating the chaotic nature of modern day life where work and personal lives continue to blur together.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in partnership with EMEA creative agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the campaign centres around the versatility of PIXMA printers and its ability to seamlessly tackle everything from work admin to life admin to the \u2018last-minute school project\u2019 admin, showcasing that it is a printer designed for The Stuff of Life. The increasing importance that the \u2018home office space\u2019 plays in the modern home has led Canon to create this integrated campaign which will roll out across EMEA.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA hero 30\u201d AV is a whirlwind of words, graphics and images mirroring the printing process and dramatising the wonderful chaos of everyday life. The unrelenting list of tasks and challenges which the PIXMA calmly undertakes is captured and reflected; depicting real things like life admin, work admin, admin admin, maps to campsites, kids\u2019 artwork, lost and found flyers, moodboards for wedding dresses, and the important financial forecasts for work - the stuff of life.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe films were directed by world renowned HLA director Simon Ratigan with post production and animation by multi-award winning VFX company Electric Theatre Collective. \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, VCCP\u2019s global content creation studio, managed all social post production and the transcreation process, with the campaign running in key markets: UK, Germany and France across TV, digital and social until 5th November.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA further 11 European markets have been supplied with localised versions of the hero and social campaign assets to run local campaigns. With such a spread of markets there has been great effort in both translation and transcreation to accurately capture the tonality and charm VCCP have pursued.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSusie Donaldson, \\u003c\/b\\u003e\\u003cb\\u003eEuropean Marketing Director\\u003c\/b\\u003e \\u003cb\\u003eat Canon\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said:\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cIt\u2019s a simple truth that our lives now overlap and merge more than ever before as the home office has become the nerve centre of the modern household. PIXMA is the calm, reliable, creative tool that keeps things moving as chaos unfolds all around and we juggle a multitude of personal and work priorities. We know what it takes to get that balance right and wanted to celebrate PIXMA\u2019s ability to handle The Stuff Of Life.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJim Capp, Creative Director at\\u003c\/b\\u003e\\u003cb\\u003e VCCP London \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201cIf my own family is anything to go by, modern life is a chaotic mix of the fun stuff, the admin stuff and life stuff. We really enjoyed the home made process of capturing this for Canon\u2019s range of home office PIXMA printers.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today in key markets including UK, Germany and France across TV, digital and social until 5th November. A further 11 European markets will run localised versions of the campaign. Media planning and buying is managed by Merkle and Dentsu.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"298tPO\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-298tPO\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We really enjoyed the home made process of capturing this for Canon\u2019s range of home office PIXMA printers.\",\"quotee\":\"Jim Capp, Creative Director at VCCP London\",\"blockId\":\"1U16Aw\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1U16Aw\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->","post_title":"For The Stuff Of Life","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-stuff-of-life","to_ping":"","pinged":"","post_modified":"2025-12-05 12:08:12","post_modified_gmt":"2025-12-05 12:08:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17327","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":12215,"post_author":"41","post_date":"2020-08-11 16:54:43","post_date_gmt":"2020-08-11 15:54:43","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn Q1, Canon announced the development of the revolutionary full-frame mirrorless EOS R5 camera and the new additions to the RF lens lineup, leading to a very positive response. But then Covid-19 happened - for photographers, the lockdown caused frustration and constraint, forcing them to find new avenues to express their passion for imaging. For Canon, this brought a new challenge to launching new products as in-person events and touch and try product demos were not possible.\\u003c\/span\\u003e\\u003c\/h5\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\\n\\u003ch5\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCanon hosted a live virtual event to help bring customers as close to the new product as possible. The purpose of the teaser \\u0026amp; reminder comms was to raise awareness about the event, driving traffic on the day as well as showcasing the product capabilities.\\u003c\/span\\u003e\\u003c\/h5\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"Zw8soH\",\"blockUniqueClass\":\"lazyblock-text-full-width-Zw8soH\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch3\\u003e\\u003cstrong\\u003eEOS R5 is a camera that redefines photography. \\u003c\/strong\\u003e\\u003c\/h3\\u003e\\n\\u003ch3\\u003e\\u003cstrong\\u003eSo we redefined email. Pushing the limits, creatively and technologically, to deliver experiences people aren\u2019t used to in their inbox.\\u003c\/strong\\u003e\\u003c\/h3\\u003e\",\"blockId\":\"ZBl1Ks\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZBl1Ks\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Single-EOS-R5_Phone01%20(1)%22,%22caption%22:%22%22,%22id%22:12216,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12216%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/10\/Single-EOS-R5_Phone01-1.gif%22%7D\",\"title\":\"EOS R5 Development Announcement\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe R5 is jam-packed with innovative features.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFeatures that no other mirrorless camera has.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSo we didn\u2019t want to simply list them - we pushed what was possible in email, and created an interactive experience that allowed people to hover over hotspots to discover more.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAll within the email itself.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"FXAgN\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-FXAgN\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Single-EOS-R5_Phone02%20(1)%22,%22caption%22:%22%22,%22id%22:12217,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12217%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/10\/Single-EOS-R5_Phone02-1.gif%22%7D\",\"image-right-aligned\":true,\"title\":\"EOS R5 Lens Range Education\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePeople think the move to mirrorless means giving up the freedom to select a wide range of lenses. Mirrorless cameras are new, so there probably aren\u2019t many lenses out yet.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSo we wanted to show people just how many lenses they could use with our new R5 mirrorless camera.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis long-scroll email really hit home the vastness of our range - a seemingly endless, finger-numbing list of lenses.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe copy playfully hinted at the length of the list as people continued to scroll, as well as pulling out the eclectic nature of the range.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z29jk5X\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-Z29jk5X\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Single-EOS-R5_Phone03%20(1)%22,%22caption%22:%22%22,%22id%22:12218,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12218%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/10\/Single-EOS-R5_Phone03-1.gif%22%7D\",\"title\":\"EOS R5 Virtual Event Invite \",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHow do you build excitement around an event?\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe invited to and reminded them about a virtual ReImagine event with a live email countdown.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePeople could pin or star the email, and have it ticking away, so if they needed a reminder of the date, it would always give them the correct time.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1Xbp0m\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-1Xbp0m\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Footer-EOS-R5%20(1)%22,%22caption%22:%22%22,%22id%22:12220,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12220%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/10\/Footer-EOS-R5-1.png%22%7D\",\"blockId\":\"Z1HH3C9\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z1HH3C9\"} \/-->","post_title":"EOS R5 Launch","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"eos-r5-launch","to_ping":"","pinged":"","post_modified":"2021-08-02 15:31:16","post_modified_gmt":"2021-08-02 14:31:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=12215","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":12221,"post_author":"41","post_date":"2020-03-16 18:36:21","post_date_gmt":"2020-03-16 18:36:21","post_content":"<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Ch5%3E%3Cspan%20style=%5C%22font-weight:%20400;%5C%22%3EThe%20EOS-1D%20X%20is%20one%20of%20Canon%E2%80%99s%20flagship%20cameras%20used%20by%20the%20world%E2%80%99s%20best%20action%20photographers.%20Which%20made%20the%20launch%20of%20the%20new%20and%20improved%20mark%20III%20an%20important%20event%20for%20professional%20photographers%20at%20the%20start%20of%202020.%3C\/span%3E%3C\/h5%3E%22%7D,%7B%22text%22:%22%3Cp%3E%3Cspan%20style=%5C%22font-weight:%20400;%5C%22%3EThis%20was%20the%20first%20of%20Canon%E2%80%99s%20product%20launches%20where%20we%20%E2%80%98teased%E2%80%99%20the%20launch,%20creating%20anticipation%20and%20intrigue.%20And%20given%20the%20nature%20of%20the%20camera,%20who%20better%20to%20sell%20it%20to%20professionals%20than%20other%20professionals%20so%20once%20the%20specs%20had%20been%20teased%20we%20focused%20on%20letting%20fans%20of%20the%20new%20camera%20tell%20our%20customers%20what%20was%20so%20great%20about%20it.%20Backed%20up%20by%20some%20beautiful%20content%20filmed%20in%20Tahiti,%20this%20was%20an%20exciting%20launch%20that%20was%20really%20well%20received%20by%20our%20customer%20base.%3C\/span%3E%3C\/p%3E%5Cn%3Cp%3E%3Cstrong%20data-rich-text-format-boundary=%5C%22true%5C%22%3EWhat%20if%20we%20could%20make%20the%20introduction%20to%20the%20EOS-1D%20X%20Mk%20III%20as%20cinematic%20as%20the%20footage%20it%20creates?%C2%A0%3C\/strong%3E%3C\/p%3E%5Cn%3Cp%3EWe%20stepped%20away%20from%20our%20templated%20look-and-feel,%20going%20dark%20and%20allowing%20this%20new%20camera%20to%20step%20out%20of%20the%20shadows.%3C\/p%3E%22%7D%5D\",\"blockId\":\"wjOf6\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-wjOf6\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Single-EOS-1DX_Phone01%20(1)%22,%22caption%22:%22%22,%22id%22:12222,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12222%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Single-EOS-1DX_Phone01-1.gif%22%7D\",\"title\":\"EOS-1D X Mk III Teaser Email\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo tease our loyal fan base, and to keep them in the dark as much as possible, we simply showed one small corner of the upcoming camera.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"12lOfy\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-12lOfy\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Single-EOS-1DX_Phone02%22,%22caption%22:%22%22,%22id%22:12223,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12223%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Single-EOS-1DX_Phone02.gif%22%7D\",\"image-right-aligned\":true,\"title\":\"EOS-1D X Mk III Announcement Email\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhen it was time to announce the EOS-1D X Mk III, we created a GIF which allowed it to step out of the shadows.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe asset slowly and cinematically moved forwards into the light, giving people the first glimpse.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"CQbeE\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-CQbeE\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Single-EOS-1DX_Phone03%22,%22caption%22:%22%22,%22id%22:12224,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12224%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Single-EOS-1DX_Phone03.gif%22%7D\",\"title\":\"EOS-1D X Mk III Endorsement Email\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBefore the camera hit the shelves, we allowed the pros a test run.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis email continued with the look-and-feel, and documented their reviews in a simple bite-size way.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2plzdf\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-2plzdf\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Single-EOS-1DX_Phone04b-3%22,%22caption%22:%22%22,%22id%22:12299,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=12299%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2021\/01\/Single-EOS-1DX_Phone04b-3.gif%22%7D\",\"image-right-aligned\":true,\"title\":\"EOS-1D X Mk III Sales Start Email\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhen the EOS-\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e1D X Mk III \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0finally went on sale, we sent this simple, no-frills email to give people the head\u2019s up.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe didn\u2019t want to subtract from the excitement of the camera, so kept it 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